State Farm sharpens its long-running brand message in a Super Bowl LX spot built around a simple idea: having insurance isn’t the same as having State Farm. The ad stars Danny McBride and Keegan-Michael Key as the faces of the fictional “Halfway There Insurance,” a not-quite-good-enough company set to a playful take on the Bon Jovi classic. By exaggerating the gap between “almost covered” and truly protected, the spot uses humor and familiarity to reinforce what State Farm claims sets it apart.

Does State Farm’s Super Bowl LX message clearly separate “good enough” insurance from the real thing?
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